Each year 10 billion in-vitro diagnostic tests are conducted in the U.S. , an average of 33 tests per citizen. The approximately $40 billion we spend on diagnostic testing accounts for less than 5 percent of total healthcare expenditures, but influences 70 to 80 percent of decision-making.

Effective diagnostics, properly applied and interpreted, are critical to outcomes. Medicine is increasingly dynamic and complex. It demands new approaches and insights.

The same is true for healthcare marketing.

Effective diagnostics and interpretation are critical to positive marketing outcomes. The small percentage of expenditure invested in research, strategic analysis and planning is perhaps the most important of all.